Published in Ads of the World 2024

Client: The Bully Project

Insight: Bystanders don’t recognize the power they hold in speaking up.

Big Idea: Silence is a bully’s best friend.

Execution: A campaign that emphasizes the importance of having a voice as opposed to staying silent.

Copywriter: Emily Saad

An interactive interruption during a bullying scene in Netflix’s Heartstopper. The show will first remove the sound leaving the audience to wonder if something has gone wrong with the show or their device.

Then, the sentences explaining what is happening to the show will pop up one by one.

To gain back sound and continue the show, viewers will need to finish the interactive activation by visiting endyoursilence.com.

End Your Silence Form

This form will be connected to the whole campaign, giving the opportunity to kids to speak up without the fear of getting reprimanded by their peers or a bully. This is needed at schools and will be beneficial in aiding the end to bullying. 

Following the form, students will have the opportunity to receive text messages from The Bully Project. There will be two types: a friendlier text message reminding teens of the End Your Silence Form or statistical texts that will demonstrate the severity of bullying.